We don't believe in women empowerment

Supermarket (Agency) Creative Director - Eka Kipiani Senior Art Director - Sandro Tsitskishvili Copywriter - Eka Kipiani Copywriter - Giorgi Abuladze Design - Khatia Arveladze Strategy Director - Giorgi Tabatadze Director - Vaska Chubinidze Account Planner - Alexi Chikovani Industria (Production Company) Head of Production - Maia Gurabanidze Executive Producer - Sandro Gabilaya Producer - Ninutsa Megrelishvili Director - Davit Borchkhadze Director of Photography - Rati Goghatishvili Production Designer - Davit Chkhoidze 1st Assistant Director - Gvantsa Zhuzhunashvili Production Manager - Guram Mosikashvili Post Production Post Producer - Ekaterine Davitashvili Sound Design - Avira Sound Graphics - Iko Iakobidze Typography - Khatia Arveladze Color Correction - Davit Borchkhadze

In Georgia, the idea of “women’s empowerment” is often framed as if women lack power and must be helped to find it. But women have never lacked power. What they lack is an environment that doesn’t fight it, shrink it, or silence it.  This bias runs deep - even in how life is celebrated. At gender reveals, pink can be associated with disappointment, while blue smoke is seen as pride. The birth of a boy is still considered “better news” than the birth of a girl.  Zoommer, a leading electronics retailer known for its playful and entertaining tone, decided to confront this issue with a more serious voice. The tech industry, like many others, remains a space where women are underrepresented, underestimated, and often excluded. For a brand that stands for progress and innovation, ignoring this reality was not an option. Zoommer shifted focus from “empowering women” to empowering the environment around them - challenging both culture and industry to create the space women deserve.